Thng tin khch hng hin th y thng tin khch hng ng k tham gia chng trnh

tch ly hoc chng trnh trng by trn h thng, h thng t ng tnh ton ngh n hng cho
khch hng c th t thng chng trnh, gip nhn vin bn hng ch ng hn trong vic
thuyt phc v t hng cho ca hng.
Thng tin cc chng trnh khuyn mi hin th y c cu ca chng trnh, thi gian p dng
gip nhn vin bn hng d dng truyn ti thng tin khuyn mi chnh xc ti khch hng. V phn
mm s t ng tnh ton khuyn mi khi nhn vin bn hng t hng cho khch hng.

Cc bc bn hng trn phn mm c trnh by theo th t ng vi quy trnh thc t ca nhn

vin bn hng ngoi th trng, vi cc thng bo nhc nh nhn vin bn hng, nhn vin phi
hon thnh tt c cc bc (t hng, kim tn, chp hnh, ) kt thc mt chuyn ving thm
theo quy trnh chun ca doanh nghip. gip nhn vin bn hng tit kim thi gian, m rng ph
th trng v ti a doanh thu.
Hn ch ti a vic nh hng n quy trnh bn hng ca nhn vin bn hng, nhn vin bn hng
c th bn hng offline trn phn mm khi i vo khu vc khng c kt ni internet, phn mm s t
ng lu thng tin cc n hng v gi v h thng khi khi phc sng internet.

2.3.4 Cc m hnh v cp qun tr quan h khch hng
M hnh IDIC: (Peppers v Rogers,1996): M hnh ny ch ra rng xy
dng mi quan h cht ch vi mt khch hng, cng ty cn thc hin bn bc sau:
xc nh khch hng, phn loi khch hng, tng tc vi khch hng v c nhn ha
khch hng
M hnh chui gi tr qun tr quan h khch hng (Francis Buttle, 2004):
m hnh ny ch ra cc hot ng ch cht (phn tch danh mc khch hng, xc nh
khch hng thn thit, pht trin mng li, pht trin xut gi tr, qun tr chu k
sng ca khch hng) v cc hot ng h tr (tinh thn lnh o v vn ha; d liu
v cng ngh thng tin; con ngi; quy trnh).
M hnh Payne (Payne & Frow, 2005): M hnh ny ch ra nm quy trnh ct
li trong qun tr quan h khch hng: quy trnh pht trin chin lc, quy trnh to ra
gi tr, quy trnh tch hp a knh, quy trnh nh gi hiu qu, quy trnh qun l
thng tin.
M hnh Garthner (Buttle, 2009): M hnh ny cho rng thnh cng
trong qun tr quan h khch hng, cng ty cn c kh nng thc hin vn : xc
nh c tm nhn CRM, pht trin chin lc CRM, to ra nhng tri nghim
khch hng c gi tr, t chc phi hp tt cc b phn bn trong doanh nghip
cng nh s hp tc vi cc lc lng bn ngoi; qun l quy trnh CRM, lin
quan n qun l chu k sng ca khch hng v s hiu bit; qun l thng tin;
cng ngh CRM; o lng CRM
M hnh Garthner cho thy cch nhn tng th v qun tr quan h khch
hng t tm nhn chin lc cho n cc tc nghip c th. C th ni qun tr quan
h khch hng c th chi phi n tt c cc hot ng ca doanh nghip nhiu cp
khc nhau.
Bn thn CRM c th nhn nhn l mt trit l kinh doanh, mt chin lc
kinh doanh, mt cng c, k thut s dng trong vic thit lp v duy tr cc mi
quan h c li vi khch hng. cp qun l cao nht, CRM th hin trit l kinh
doanh nh hng vo vic xy dng v khai thc cc mi quan h c li i vi
khch hng. cp chin lc, CRM l mt chin lc kinh doanh lm nn tng nh
hng cho cc k hoch v chng trnh hnh ng nhm hng ti xy dng cc
mi quan h vi khch hng. cp tc nghip, CRM l nhng cng c, l nhng k
thut, cng ngh s dng trong vic tm kim, gn gi v khai thc khch hng. cp
ny ngi ta nhn mnh vo vai tr ca cng ngh thng tin trong vic thu thp,
phn tch v khai thc d liu xy dng mi quan h vi khch hng.
2. Chin lc CRM: Cc mc tiu, cc on th trng, tng tc hiu qu
1. Tm nhn CRM: S lnh o, gi tr x hi, xut gi tr
5. Cc quy trnh CRM: chu k sng ca khch hng, qun l tri thc
6. Thng tin CRM: D liu, phn tch
7. Cng ngh CRM: Phn mm, kin trc, h tng
8. o lng CRM: chi ph phc v, s hi lng, lng trung thnh, chi ph x hi
3. Nhng tri nghim khch hng c gi tr
Hiu bit yu cu
Nm bt s mong i
Hi lng v cnh tranh
Hp tc v phn hi
4. S hp tc c t chc
Vn ha v t chc

Hiu bit khch hng

Con ngi: k nng, kh nng
Khuyn khch v i x
Giao tip vi nhn vin
Cc i tc v cc nh cung ng
Cng c
k thut
Chin lc
Trit l
10
2.3.5 Cc dng qun tr quan h khch hng (cc dng CRM)
Francis Buttle (2009) cho rng c bn dng qun tr quan h khch hng: CRM
chin lc, CRM vn hnh, CRM phn tch v CRM phi hp. Di y chng ta s
xem xt tng dng hot ng qun tr quan h khch hng.
2.35.1 CRM chin lc (Strategic CRM): tp trung vo vic pht trin vn
ha kinh doanh ly khch hng lm trung tm.
2.35.2 CRM vn hnh (Operational CRM): thc hin mt cch t ng cc
giao dch trc tip vi khch hng v h tr cc hot ng kinh doanh. Cc
phn mm ng dng CRM cho php thc hin t ng v phi hp cc
hot ng: marketing, bn hng v dch v.
2.35.3 CRM phn tch (Analytical CRM): lin quan n vic thu thp, lu
tr, x l, khai thc, phn phi, bo co c s d liu khch hng nhm
nng cao gi tr cho khch hng v cho chnh doanh nghip
2.35.4 CRM hp tc (Collaborative CRM): iu chnh chin lc v cc bin
php ca doanh nghip khc nhau trong chui gi tr nhm nng cao li
ch ca vic xc nh, thu ht, duy tr v pht trin khch hng
2.3.6 Ni dung ca qun tr quan h khch hng

Theo l thuyt ca F.Buttle (2009), ni dung ca qun tr quan h khch hng

bao gm:
2.3.6.1. Xy dng v qun l c s d liu khch hng
Ni dung ca hot ng xy dng v qun l c s d liu khch hng bao
gm: quyt nh tnh nng ca c s d liu, xc nh yu cu thng tin, xc nh
ngun thng tin, la chn cng ngh v phn cng, thu thp v lu tr d liu, qun
l v khai thc c s d liu.
2.3.6.2. Qun tr danh mc khch hng (Customer portfolio management, CPM)
CPM tp trung vo vic ti u ha hot ng kinh doanh bng cch cho bn
nhng gi tr li ch khc nhau cho cc nhm khch hng da trn c s d liu
khch hng. Qun tr danh mc khch hng gip: phn on th trng, d bo bn
hng, tnh ton chi ph phc v khch hng, nh gi gi tr sut i ca khch hng,
nng cao hiu qu khai thc c s d liu khch hng.
2.3.6.3. Qun tr tri nghim khch hng
Tri nghim khch hng l kt qu nhn thc c gi tr v nhng g khch hng
nhn c khi tng tc vi nhn s, quy trnh, cng ngh, sn phm, dch v hay
hot ng ca cng ty. Vic thc hin cc chin lc CRM v vic trin khai cc
cng ngh CRM c th mang li nhng nh hng ng k n tri nghim ca
khch hng.
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2.3.6.4. To gi tr cho khch hng
Francis Buttle (2009), gi tr cung ng l nhng cam kt cng khai hoc b mt
ca doanh nghip i vi khch hng, n th hin bi gi gi tr li ch c th m
cng ty mang li cho h. Cc ngun to ra gi tr cho khch hng bao gm: Gi tr to
ra t sn phm, gi tr to ra t dch v, gi tr to ra t qu trnh hot ng kinh
doanh, gi tr to ra t yu t con ngi, gi tr to ra t mi trng vt cht, gi tr
to ra t cc hot ng truyn thng, gi tr to ra t h thng phn phi. CRM gip

to ra cc gi tr c nhn ha cho tng khch hng t gip tng doanh thu v tng
li th cnh tranh cho doanh nghip.
2.3.6.5. Qun tr vng i khch hng
CRM thc hin cc hot ng nhm: thu ht khch hng mi (xc nh khch
hng tim nng, khch hng mc tiu; xc nh phng thc tip cn v cung ng gi
tr cho h); duy tr khch hng (p ng tt mong i ca khch hng ngn chn
khch hng ri b cng ty); pht trin khch hng (lm tng gi tr ca khch hng
hin ti).
2.3.7 Quy trnh qun tr quan h khch hng
C nhiu quan im khc nhau v quy trnh CRM. Vi cch tip cn ph
qut coi qun tr quan h khch hng nh l mt chin lc kinh doanh, Francis
Buttle (2009) coi quy trnh qun tr quan h khch hng nh quy trnh pht trin
mt d n bao gm 5 giai on: pht trin chin lc CRM, xy dng cc nn tng
cho d n CRM, xc nh cc yu cu v la chn i tc, thc hin d n v nh
gi kt qu thc hin d n.
2.3.8 Qun tr quan h khch hng trong kinh doanh bo him
2.3.8.1. c im ca khch hng tham gia bo him
Khch hng thng th ng trong vic mua bo him.
Khch hng thng khng chc chn v li ch ca h khi tham gia bo him.
Khch hng nh gi cao yu t thng hiu ca cng ty bo him.
 Khch hng c xu hng thch giao dch trc tip.
Khch hng kh nh gi v gi ca sn phm bo him.
Khch hng mong mun quy trnh yu cu bi thng n gin hn.
2.3.8.2. c trng ca qun tr quan h khch hng trong kinh doanh bo him ti
Vit Nam
Cc c trng: xu hng c nhn ha, xu hng tp trung vo vic tm kim
khch hng mi, phng thc duy tr khch hng, c im trong bn hng cho, c

im CRM qua cc giai on thc hin.